Steve Jobs, in his «lost interview» explained how an idea was born. In his conception there was the flavor of the visionary for something. That’s highly true for the Italian mid market ecosystem: in most cases is the flavor of the entrepreneur for a particular thing in a specific market that ensure the success of a company. We can look at the fashion market or at the design: the real plus is the passion for the beauty.
Sales and marketing actually try to adapt products to the mass. Steve’s view was the opposite: a great product should generate the need.
In most of success case we can find people who have spent weeks, months, convincing other people of their idea. They never tried to use buzzwords to promote the idea.
Nowadays the market space for commodities products are already filled. We need to think to something new or something different. The second case refers to a new technology for a lower price or for new features or for a different experience with the same outcome.